Amazon Apparel US Consumer Survey 2025: New Shoppers, Deeper Loyalty—Amazon Converts Browsers into Buyers

Now in its eighth year, the annual Amazon Apparel US Consumer Survey from Coresight Research tracks evolving consumer behaviors on Amazon.com across the US apparel and footwear category. This year, we draw insights from 2,000 online shoppers and our eight-year proprietary data set, offering a comprehensive, compelling view of Amazon’s dominance in fashion e-commerce and the key factors driving its growth in 2025 and beyond.

Dive into the latest data to understand where Amazon stands in the current US apparel market, where it will stand in 2025 and what the e-commerce giant needs to continue to gain apparel shoppers in the future.

Proprietary survey data in this report include:

• The proportion of US shoppers who have bought apparel from Amazon over the past year and who expect to buy apparel from Amazon over the coming 12 months
• Apparel shoppers’ reasons for shopping on Amazon.com
• The most purchased brands on Amazon.com
• Where US shoppers have purchased apparel from in the past 12 months (including Amazon)

Introduction

Amazon Apparel US Consumer Survey 2025: Coresight Research Analysis

1. From Penetration to Power Play: Next‑Gen Strategies for Amazon Apparel
2. Amazon’s Apparel Growth: 2025 To Deliver Market-Share Gains
3. Apparel Shopping on Amazon by Prime Membership Access, Age and Household Income
4. Amazon Earns a Larger Share of Shoppers’ Clothing and Footwear Budgets
5. Footwear and Casual Wear Continue to Reign as Most-Popular Apparel Categories
6. Why Amazon Wins in Apparel: Speed, Simplicity and Selection
7. Amazon Fashion: Favorability and Loyalty Deepen Amid Value-Driven Appeal
8. NIKE Retains Top Apparel Brand Position on Amazon; Adidas Overtakes Amazon Private Label for Second Place
9. Apparel Leads on Amazon, While Pet, Grocery and Luxury Products See Rising Demand
10. The Wider Apparel Space: Amazon Widens Its Lead Despite Walmart Gaining Marginally
11. Amazon Prime Popularity Soars Among Shoppers as Delivery Perks Drive Loyalty
12. Multichannel Dominance Strengthens in US Apparel Shopping, Challenging Online-Only Retailers

What We Think

Notes and Methodology

14-page PDF report

US Apparel Shoppers: Proportion That Have Bought/Expect to Buy Apparel from Amazon.com (% of Respondents)

US Apparel Shoppers: Whether They Expect to Buy Apparel from Amazon.com in the Next 12 Months, by Prime Membership Access (% of Respondents)

US Apparel Shoppers: Proportion That Expects to Buy Apparel from Amazon.com in the Next 12 Months, by Age (% of Respondents in Each Age Group)

US Apparel Shoppers: Proportion That Expects to Buy Apparel from Amazon in the Next 12 Months, by Household Income (% of Respondents in Each Income Bracket)

Amazon Apparel Shoppers: Change in Apparel Spending on Amazon.com (as a Proportion of their Clothing and Footwear Budgets) Compared to One Year Ago (% of Respondents)

Retailers from Which Consumers Had Switched Apparel Spending to Amazon in the Past Year (% of Respondents)

The Ratio of Consumers Who Switched Spending from One Retailer to Amazon to Consumers Who Shop at That Retailer

Amazon Apparel Shoppers: Categories Bought on Amazon.com in the Past 12 Months (% of Respondents)

Amazon Apparel Shoppers: Reasons for Shopping on Amazon.com

Amazon Apparel Shoppers: Proportion That Agrees with Selected Statements (% of Respondents)

Amazon Apparel Shoppers: Clothing and Footwear Brands and Private-Label Brands Bought on Amazon.com in the Past 12 Months (% of Respondents)

All Respondents: Those That Purchased a Product from Selected Categories (Other than Clothing and Footwear) on Amazon.com in the Past 12 Months (% of Respondents)

US Apparel Shoppers: Where They Have Purchased Apparel in the Past 12 Months (% of Respondents)

All Respondents: Whether They Have an Amazon Prime Account or Access to an Amazon Prime Account Through Someone Else in Their Household (% of Respondents)

US Apparel Shoppers: Channels Used To Purchase Apparel Products (% of Respondents)